Abstract
MetaFactory has been the dearest, most life changing and impactful labour of love I have ever worked on. It sparked my foray into web3, made me lifelong friends and gave me some of the most cherished memories of my life, as it has for many others as well.
After many months of discussion and explorative experiments, we recognized that carrying forward the original MetaFactory model is just holding us back, and that a full reset is the best path forward so we can leverage all the incredible leaps in web3 tech available to us now that we didn’t have 4 years ago when we started.
In nature, all things eventually die, decompose, and seed nutrients for the next generation of life. Death, in fact, is the greatest feature of life. It’s what gives meaning and purpose to life, and allows it to evolve. Therefore, instead of fighting the inevitable it should be embraced, and instead of mourning what was lost we should celebrate what was achieved and take its lessons to birth something even greater.
I will be recounting the history of MetaFactory, from its inception to its explosive growth and major successes, to its challenges and setbacks leading up to where we are now.
Incorporating the lessons learned, I will then present our vision for MetaFactory V2 as well as a migration plan for sunsetting V1.
Let’s begin…
1. How We Got Here
Formation of MetaFactory v1
- The idea for MetaFactory was born at Devcon V in Osaka, where members of MetaCartel witnessed how conference merch is a big part of crypto culture, and thought it would be cool to create a DAO for producing merch.
- Burningfiat of MetaCartel created a branding competition for SwagDAO, which METADREAMER won with his concept for MetaFactory
- MetaFactory launched in 2020, with the vision of leveraging web3 tech to created decentralized brand factories owned and managed onchain.
- AlottaMoney (RIP) was commissioned to build the MetaFactory Pagoda in Cryptovoxels, our first foray into the metaverse.
- The first major MetaFactory drop launched in April 2020 with the MetaFactory Genesis Bomber, the first ever cryptographically chipped physical product (h/t KongCash). The drop raised $21k DAI, which seeded the DAO with its initial capital.
- The KnownOrigin crew worked with us to build the Vickery auction contracts
- The next many months were spent on legal engineering with the help of Ross Campbell and Gabriel Shapiro, to figure out how to structure a legally compliant DAO that sells products and generates revenue. This led us to the dual-entity structure of off-chain LLC + onchain DAO
- WickedSundayClub launched in collaboration with TwistedVacancy with the sale of the WSC Genesis Shirt, innovating on the idea of DAO based IP licencing where members could access all the WSC design assets and design products to sell.
- FLOC joins MF and in collaboration with the community develops the iconic new MetaFactory branding / logo we all know and love
- ROBOT token was launched in late 2020 as a governance token and mechanism for incentive alignment between all participants. Buyer, Designer, and Contributor rewards issued in ROBOT based on sales milestones, buy-back and add liquidity for $ROBOT with profits.
The Bull Market
After this, things really started to take off. ETH is climbing rapidly, DeFi summer and yield farming take over, NFTs start exploding in attention and popularity, and the crypto community is hungry for merch drops to celebrate the culture. Over the next 24 months, a golden age for MetaFactory is ushered in with iconic drops that shaped and elevated crypto fashion culture:
- DeFi drops like the YFI Hoodie, Uniswap “King of DeFi” shirt, SUSHI.01 Hoodie, YAM Jams, $BASEDball cap, [88mph tee]
- Vaunker Genesis hoodie
- Vacation Station
- Mandem digiphysical sneakers
- The Heart shirt - physical art with collector royalties by Eva Beylin
- MetaKovan (repping MF Genesis Bomber) buys beeple NFT for $69m
- Swaps by Coldie
- Bankless partnership
- Cypherpunk Tee + Floppy Disk
- Waxbones AR Shirt
- SporkDAO Partnership
- Gitcoin Quadratic Lands
- YFI Waifu Short Film feat. Woofy Tracksuit
- MetaLoot
- Boson Protocol collab with Decentraland obstacle course
- Tornado Sanction Tee
- TOCA Faraday bags
- New Horizons Zero Waste Jacket
- MetaGear Zero Waste Jacket + Box set
- MF70 Anti-surveillance jacket
- MetaNodes
- Apesthetics
- HPOS10i Genesis Racing Kit
- As well as the dozens of other DAO, protocol and artist collab drops including:
- MetaGame, 88mph, Redacted, MetaPurse Lex, RaidGuild, MetaCartel, Index Coop, OpenDAO, Thorchain, Primedao, Connext, Pwn, Forefront, Charged Particles, The Daily Gwei, The Defiant, DAOSquare, Overlay, DeveloperDAO, _:fire:, DAOHaus, Hashmasks, IMCMPLX, Lexpunk, 0xmons, Dopex, Squiggle DAO, d0rg, Opolis, Meme.com, MOCA, Perp Fi, Galaxy, RAI, Maple, Neonpunk, Rare Designer, Ocean Protocol, and AirSwap
Let’s not forget the magical memories that were forged at legendary events and popups that MetaFactory put on througout the years, such as:
- MCON 1 Afterparty @ IRLart studio (feat. Pussyriot)
- MCON 1 Clocktower party scavenger hunt
- MF Merch Truck @ NFTNYC 2021
- ETH Denver 2022 Main Floor Merch Booth
- MCON 2 MetaFactory Popup
- METAPHYSICAL @ NFT NYC
All of this was possible thanks to legendary contributors that emerged from the depths of the internet, embraced the chaos of DAO coordination and propelled us forward in many domains over the last few years:
- @Elco materializing our explorations in digital fashion and designing some of the first ever MF drops
- @pet3rpan channeling his designer past with the MetaFactory Genesis Bomber Dark Mode design (collab x META_DREAMER)
- @Sinkas forging our first wearables in CryptoVoxels and weaving threads of coordination
- @kiba for trailblazing MetaFactory culture and tokenomics design
- @twistedvacancy dream crafting the threads of MetaFactory’s vision of headless brand economies
- @esepuntoge and @nosoccomtothom from FLOC for crafting our visual identity and brand aesthetics
- @jamesyoung authoring the ROBOT token contract
- @penguin facilitating collabs, crafting unique products and evangalizing MetaFactory its its nascency
- @jin and M3 crew (@boomboxhead , @arashi and others) blowing everyones minds with MetaFactory’s explorations towards an interoperable, open metaverse
- @irlart @SellArtNotDrugs and crew pouring their hearts, souls and legendary crafting skills to manifest MF lore into reality and be the foundation for MetaFactory’s biggest cultural events
- @NiftyFifty and @CPTNskeletor optimizing MetaFactory’s onboarding and community management
- @weseeclearly , @francheskoromanovic & @Corey elevating MetaFactory’s fashion and design to new heights with the Berlin factory
- @Pab enriching MetaFactory’s visuals with his impeccable design skills and artistry
- @DAOFREN supercharging MetaFactory’s collabs / partnerships and wrangling the chaos in every facet of our operations
- @DamagedGoods helping establish MetaFactory’s NYC presence and bringing invaluable lessons from legacy fashion industry
- @wero holding down the fort as designer and account / production manager for countless drops.
- DECODE inspiring Zero Waste principles and sharing rent/equipment to establish our Brooklyn Factory
- @milfdad leveling up MetaFactory’s production and fullfillment capabilities with Brooklyn Factory
- _:fire: team and Isaac Patka for helping flow millions of dollars in crowdsourced liquidy for ROBOT token with the launch of iROBOT.
- @rsho1ly and crew filming and immortalizing memories from MetaFactory events
- Holly, @scottrepreneur and @topocount engineering MF’s smart contracts and helping build out MFOS
- and all the other artists, designers, community members and contributors that believed in and supported MetaFactory throughout the years
Everything was going well in the bull market, buyers earned back more than they paid in ROBOT, there was more drop requests than we could handle, every drop sold out quickly, and the community of contributors continued to grow with plenty of ROBOT to go around for everyone. All without having to raise a single dollar of VC capital.
However, this was not without…
Growing Pains
- We were overwhelmed with trying to execute on dozens of drops in our pipeline, while also trying to onboard new contributors and build systems to scale up our operational capacity.
- We needed mechanisms to figure out how to distribute ROBOT in a credibly neutral way, so we experimented with many different tools like SourceCred, Coordinape, and Dework. While they worked for the most part, they became an operational overhead and started to distract from the work that would actually drive sales and revenue.
- Gas costs on mainnet severely limited our ability to coordinate and innovate with onchain mechanisms for capital allocation and governance (e.g. Curation Game).
- Funds from the treasury couldn’t be deployed rapidly in smaller amounts, instead relying on larger funding proposals that had lots of governance overhead and slow feedback loops, discouraging contributors from being able to move quickly.
- Attempts were made to restructure our operations into “seasons” or “subDAOs”, but failed to gain momentum since we were busy trying to deal with a backlog of drops and putting out various fires around the existing compensation / token distributions / workflows.
- Since drops were funded by the DAO treasury, there were many cases where the customer demand didnt live up to the excitement the drop partner had, leaving MetaFactory to take the loss and deal with excess inventory of unsold products.
The Bear Market
Then, once the bear market reared its head, a bunch of underlying issues that were masked by the abundance of the bull market started to surface.
- The token distribution schedule was based on doubling sales milestones. We reached the $1.6m sales milestone during the bull market, but as sales slowed down going into the bear, the next $3.2m target for token distribution was too far away to realistically hit in the bear, which meant no token distribution for a long time.
- Since ROBOT was backed by ETH in a 70/30 Balancer pool, ETH dipping cause ROBOT to dip as well. Since all compensation was in ROBOT, contributors who needed funds had to sell ROBOT to realize actual income. This sell pressure along with ETH price crashing cascaded into ROBOT token dumping hard in price.
- A lot of the iROBOT LPs participated for the sake of capital gain, so many LPs exited their ROBOT positions and pulled their liquidity to minimize their impermanent loss, dumping ROBOT price even further.
- With ROBOT prices down, contributors had less excitement and incentive to participate, leading to a slowdown in both supply and demand for drops.
- I personally was hit hard by burnout that was masked by the joy/excitement of the bull market. It was easy to find motivation to grind 8+ hours a day without income when token price was up and everyone around you was happy and giving validation, but once that faded the burnout caught up and it became difficult to progress at the same rate. I’m sure many other contributors felt the same.
- With ROBOT down and token distributions delayed, we needed to introduce monthly stablecoin compensation for the core operations that needed to continue to keep MetaFactory alive (production and account management, admin work, etc).
- We downsized the pool of active contributors receiving stable compensation first to 6 people (CptnSkeletor, Milfdad, Wero, Burningfiat, DAOFren and NiftyFifty), then to just 2 (DAOfren and Milfdad) in order to preserve the funds in the treasury and not burn through it all, since income slowed down drastically.
Overtime, our operations increasingly started resembling a web2 merch production company, straying away from the original vision of a headless onchain brand economy.
The mechanisms that allowed MetaFactory to grow and succeed so effectively in the bull market also became the means of us crashing and burning during the bear. Thus we learned, there’s no such thing as a free lunch.
However, the bear market also gave us a lot of time to reflect on how we were doing things, and forced us to evolve the way we operated which gave inspiration towards what a more realistic and sustainable model could look like.
We always liked to say that MetaFactory is a DAO coordination research collective disguised as a merch shop. The bear market taught us invaluable lessons in what we (and everyone else) got wrong about DAOs.
After many months of experiments and explorations, we finally have some clarity on what the path forward could look like by rethinking from first principles how DAOs should operate and how we can get closer to the original MetaFactory vision by leveraging the latest generation of web3 tech available today.
2. Lessons Learned & Insights for Moving Forward
Evolving beyond the traditional DAO
We like to think of DAOs as decentralized collectives of people collaborating in autonomous and trustless ways, but the reality of most DAOs is that overtime they default to operating like traditional orgs with governance theater, and the participants are either being overpaid or overworked with seemingly no balance.
The term “DAO” is also used as a blanket to describe many types of orgs that look and operate completely differently from eachother (e.g. DeFi protocol DAOs vs service DAOs like MetaFactory).
DAOs are also treated as long-lived organizations meant to grow and operate forever with increasing levels of beurocracy and operational overhead. This forgoes some of the biggest advantages of the internet, computers and blockchains where a set of people distributed across the world have the capability to rapidly spin up a digital organization, accomplish something together, and then disband once its no longer needed without needing to involve anyone else or submit to any hierarchies.
In fact, this is exactly how multiplayer games work: you can assemble a party, fight some bosses together, and then split the loot. After you can go do something on your own and then hop on another raid with a different set of people when you feel like it. Overtime you might make some friends that you enjoy raiding with and form a clan that does raids together often.
Imagine instead that you had to first pick a single clan to join for the next many months / years of playing, spend dozens of hours figuring out how they operate and how they govern themselves and how the “tokenomics” work before you ever get to go on a raid. Then, when you finally go on a raid, instead of just getting the loot it goes into the “clan treasury” you have to then justify and explain to everyone what you did on each raid so that you can finally get some loot weeks/months later. However then you realize that a bunch of people who got loot didnt actually do much on the raids, they just did a better job than others at vocalizing their contributions. Overtime, 5% of the clan is doing 95% of the raids, while the rest of the clan benefits from their efforts and spends their time on “clan governenace”, losing sight of the original purpose of the clan which was to go on raids and get loot.
This doesn’t sound fun at all, yet it resembles the reality of how most DAOs operate. This has lead to disillusionment in the DAO ecosystem, with countless DAOs and DAO tooling projects shutting down over this past bear market. However, hope is not lost! We should use it as a lesson learned on what not to do, and take inspiration from video games and other forms of decentralized organizing on the internet to reinvent how we think about DAOs and maximally leverage the latest in infra, tooling and standards we have at our disposal today, which far surpass what we had a few years ago.
The recent Ethereum documentary highlighted the importance of reviving the original cypherpunk ethos and principles that got us all excited about blockchains in the first place: empowering individuals to interact and transact directly without middlemen, beurocracy and hierarchies getting in the way, and thats exactly what we hope to do with MetaFactory V2.
Key lessons from MetaFactory
The following is a list of the specific challenges we encountered with MetaFactory V1 and how we would do it differently for V2.
- Forcing everyone into operating together as a single monolithic entity inhibits growth and results in operational overhead + recreating what we already have with traditional orgs
- Instead, empower individuals and small groups to operate autonomously as ephemeral DAOs with a clear start and end (e.g. each drop is its own DAO)
- Doing things offchain can be nice for short term efficiency (esp with high gas costs), but leads to long term centralization that inevitably results in enshittification, and makes it difficult to later migrate onchain.
- Instead, Do things onchain first, and where thats not possible leverage other decentralized tech like Farcaster. Gas costs no longer an issue with L2s.
- Governance for the sake of it becomes theatrical and takes up a lot of operational bandwidth and distracts from the true goal / purpose of the DAO.
- Instead, eliminate as much governance surface area as possible, pushing decisions to the individuals / groups at the edges instead.
- Compensating contributors from a centralized treasury with fancy capital allocation mechanisms takes up a lot of operational bandwidth and never succeeds at perfectly allocating capital to the people that generated the value.
- Instead, let people who helped create a product (or provided a service to enable product creation / sales) earn direct onchain splits from the product’s sales, incentivizing people to engage in revenue generating activity instead of creating busywork that doesn’t actually generate value in a sustainable way.
- Funding the production of every drop from the DAO treasury means that no one has to take responsibility for when a drop fails to sell, leaving the DAO to foot the bill and deal with unsold inventory
- Instead, each drop is its own DAO that can be permissionlessly funded by anyone who thinks that drop will sell well. If it does, they reap the rewards, and if it doesnt they are responsible for dealing with the losses.
- This also acts as a curation filter to ensure only the drops that are compelling enough to get people to fund it are the ones that get produced, limiting wasteful overproduction
- Having a centralized legal entity representing all the DAO operations becomes a liability, point of centralization, and accounting nightmare.
- Instead, everyone brings their own legal entity. Whoever doesn’t have one yet, help them set one up in their jurisdiction. Everyone reports their own income, and expenses their own costs for the services they provide. Then, compose these entities freely onchain with permissionless infra without being burdened by things like KYC / issuing tax forms etc.
- Things that are the responsibility of “the DAO” end up being neglected since no single person has ownership or responsibility over it (e.g. recurring expenses no longer needed, deadstock inventory, marketing and communications, etc).
- Instead, push the responsibility to individuals at the edges, where they are personally liable if it gets neglected and personally benefit if its taken care of.
Evolving Beyond the Traditional DAO
The main theme is that we need to move away from the idea of a single monolithic DAO, and instead see the “DAO” as an emergent property of a network of agents interacting and providing services to eachother.
The recent HPOS10i Genesis Racing Kit drop was a test case for this model, where the compensation for contributors to the drop was negotiated and split directly amongst themselves instead of going through the MetaFactory treasury.
We also adopted the principle of “build tools, not empires” by building FramePay, a standalone open source tool for people to mint products onchain via a Farcaster Frame and redeem them via Shopify. It also enables automatic referral rewards, where recasting a frame allows you to earn an onchain split of the drops revenue
This model of building modular, creator-centric tools that maximize individual agency (instead of building tools for a “DAO”) makes MetaFactory much more scalable. Creators can use these tools permissionlessly in a piecemeal way without being bottlenecked by needing to onboard into a large monolithic organization, learning the governance and tokenomics, etc.
Many people using a common set of tools, templates and playbooks creates an emergent onchain economy where designers, investors / buyers, production managers, devs, IP owners, etc can participate in drops of their choosing, with direct compensation via onchain splits. This lets us get the best of both worlds between capitalism and communism, where individual effort results in individual reward, and the people doing the work have ownership of the fruits of their labour.
3. Scaffolding MetaFactory V2
All this meta philosophizing and lessons learned helped inform what MetaFactory V2 could actually look like in practice. Interestingly, after having many discussions with other OG MetaCartel DAOists at MetaCamp and MCON 3 earlier this year, I realized there are many others converging towards these same ideas.
This section will give a general overview of MetaFactory V2 to help inform how we may wind down and transition from V1. It’s intentionally minimal, to allow the more detailed specifics to be formed alongside feedback from the community and emergent from practical experience of upcoming drops, instead of being overly premeditated / prescriptive.
The Primordial Soup
The Chili Funeral at MCON3 in celebration of the death of MetaCartel Grants DAO was an especially cathartic full-circle moment. MetaFactory was originally seeded by MCGD, alongside other projects like RaidGuild, DAOHaus, MetaGame etc. Throughout the years we diverged on our own paths of exploring DAO coordination. At MCON3 we realized we are all reconvening with a common outlook towards the future, and that we already had most of what we needed to get there.
- RaidGuild’s model of independant raids for each project with direct splits to party members closely matches MetaFactory V2’s model of each drop being its own DAO
- Yeeter is a great mechanism for launching these drops, letting anyone fund the production costs of a drop and then splitting profits once the product sells. Ragequitability maximizes individual autonomy.
- Farcaster is the best coordination hub for DAOs since it looks and feels like traditional social media, but with streamlined UX for onchain interactions that non crypto natives can easily participate in.
- Farcaster Frames, actions, and channels unlock powerful functionality that is perfect for MetaFactory drops (e.g. buying drops onchain with FramePay and earning commisions just by recasting, making money by yeeting ETH to fund drops without leaving the app or connecting wallets, etc)
- Base L2 is ripe with memecoins, communities, etc that can drive demand for drops, with negligible gas fees.
- At MetaCamp, Ven and I developed the idea of using Farcaster frames to interact with MolochDAOs as an alternative to DAOHaus UI. A spiritual successor to Pokemol was born as Farcastle.
Taking all this into account, we agreed at MCON3 that MetaFactory V2 would be the perfect flagship use case for Farcastle, and that Farcaster + Farcastle would be the perfect foundation to built MetaFactory V2 on.
Brief Overview of Farcastle
When designing Farcastle, we wanted to be intentional about not using the word “DAO”, but instead make analogies to video games to describe different types of entities that served different purposes:
Castles: An infinite game. Communal space to rest, resupply, and recruit members to launch productive projects, aka raids. Minimal governance at castle level. Distributes maximal autonomy to raids. Corresponds to a Farcaster channel.
Raids: Finite games. Ephemeral productive units. Small groups actualizing a product or service. Exterior or within the castle’s interior. Posted as a frame in any channel. Ability for anyone to yeet ETH to fund the raid, or apply to join the raid party executing it.
Raids gather and split loot, and optionally share splits back to the castle for commoning.
MetaFactory V2 Raid flow
In the case of MetaFactory, each drop is a raid with the following lifecycle:
- Someone has an idea for a product and launches a raid, posting it as a frame to the /metafactory channel.
- Producers apply to join the raid, providing an estimate for production costs
- Investors yeet ETH into the raid to fund production costs
- Represented as a Gnosis Safe with MolochV3, allowing ragequit anytime to back out of a raid (e.g. if its not progressing as expected)
- Designers and devs apply to join the raid party with a requested % split of revenue.
- Once a team is formed and reserve is met for production costs, the raid begins.
- at this point, producers can withdraw funds to pay for production
- Raid party coordinates via group DM to execute on product creation
- Drop sale goes live, products available for purchase onchain with sales revenue going back to the raid.
- Once sales conclude, raid party members and investors split and withdraw the loot according to the agreed %'s, dissolving the raid
MetaFactory V2 Castle
Certain things are more advantageous to have as a part of “the commons”, sharing the costs and benefits as a collective instead of each individual figuring it out themselves. An example IRL is waste collection, where it makes a lot more sense to have people pay a monthly fee and centralize waste collection and disposal, instead of each person having to deal with taking their own trash to the landfill.
With most of the executive operational tasks being handled by raids, the MetaFactory Castle acts as a memetic hub for the MetaFactory brand and shared resource for localized public goods and shared tools, supporting the collective effort of drops in the ecosystem.
The specific pieces that I believe should belong to / be funded by the MetaFactory castle are:
- The MetaFactory brand / IP itself
- The metafactory.eth ENS name
- The metafactory.ai / mf.app domains
- MetaFactory brand materials (packaging, stickers, etc)
- Hosting costs for the MetaFactory website, governance forums and MFOS (for preservation of legacy)
- The /metafactory Farcaster channel (inherent with the castle)
- MetaFactory Shopify store (downgraded to basic subscription), so we can retain customer and order history + preserve the shop catalogue.
- Partial rent costs for storage of leftover inventory at the Brooklyn factory, and to ease the transition to V2 without a break in fullfillment services
Since the castle exists as a MolochV3 DAO, it will have members with DAO shares that will govern it. Since there will no longer be a MetaFactory legal entity, the DAO can issue monthly allowances to individuals for managing offchain components such as the domains, rent and packaging materials.
The main thing that needs to be decided is how these shares are issued (wrt ROBOT token), and how the castle is initially funded (wrt MFv1 Treasury). There are a few paths we can take, which will be discussed in the next section.